Marketing: An Introduction (Global 14 Ed.) | 誠品線上

Marketing: An Introduction (Global 14 Ed.)

內容簡介

內容簡介 Marketing: An Introduction shows students how customer value -- creating it and capturing it -- drives effective marketing strategies. The 14th Edition reflects the major trends and shifting forces that impact marketing in this digital age of customer value, engagement, and relationships, leaving students with a richer understanding of basic marketing concepts, strategies, and practices. Through updated company cases, Marketing at Work highlights, and revised end-of-chapter exercises, students are able to apply marketing concepts to real-world company scenarios.

作者介紹

作者介紹 Gary Armstrong現職：University of North CarolinaPhilip Kotler現職：NorthWestern UniversityMarc Oliver Opresnik現職：St. Gallen Management Institute

產品目錄

產品目錄 PART I: DEFINING MARKETING AND THE MARKETING PROCESS Ch 1 Marketing: Creating Customer Value and Engagement Ch 2 Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships PART II: UNDERSTANDING THE MARKETPLACE AND CUSTOMER VALUE Ch 3 Analyzing the Marketing Environment Ch 4 Managing Marketing Information to Gain Customer Insights Ch 5 Understanding Consumer and Business Buyer Behavior PART III: DESIGNING A CUSTOMER VALUE—DRIVEN STRATEGY AND MIX Ch 6 Customer Value-Driven Marketing Strategy: Creating Value for Target Customers Ch 7 Product, Services, and Brands: Building Customer Value Ch 8 Developing New Products and Managing the Product Life Cycle Ch 9 Pricing: Understanding and Capturing Customer Value Ch10 Marketing Channels: Delivering Customer Value Ch11 Retailing and Wholesaling Ch12 Engaging Customers and Communicating Customer Value: Advertising and Public Relations Ch13 Personal Selling and Sales Promotion Ch14 Direct, Online, Social Media, and Mobile Marketing PART IV: EXTENDING MARKETING Ch15 The Global Marketplace Ch16 Sustainable Marketing: Social Responsibility and Ethics

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最佳賣點 : 行銷管理

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